Brady
VCU Brandcenter: Live Client Brief
Strategists: Sarah Newman and Keith Johnson | Brand Manager: Andrew Harper
Art Director: Taylor Martin | Copywriter: Cameron Norman | Designer: Michelle Chiu
Tool: Figma
The Ask
Brady is a non-profit organization committed to ending gun violence. We need a strategic platform that can live on for years, even decades. A campaign to bring the strategic platform to life. Things that make people see their world, their country and their future, differently.
Challenge
America’s culture of guns is predicated on a lie. The idea that more guns make us safer is false. This is marketing, concocted by the NRA and big business, to sell more products.
Opportunity
How might Brady be the voice and reminder for gun safety?
Idea
When safety is a concern, many companies have repackaged their products to address it (EX: Tide Pods + Ikea dressers). Why hasn’t the NRA done the same thing with guns?
Strategy
Brady needs to repackage what it means to be safe around guns.
Platform
Safety Not Guaranteed
How do we start this conversation?
Starting with this car spot we want to show a clear parallel to something that has changed over time to be safer due to accidents and tragedies. We are now at a point where it is absolutely ridiculous to think about a car not having safety features - such as airbags, seatbelts, and safety breaks. We want to apply this thought to firearms as well.
Creating buzz
To create buzz around our spot we will partner with celebrities that align with Brady's mission: To end gun violence
Our allies in gun control will partner with us to take this conversation to social media. We’ll send them the spot early and ask them to share their opinion.
Grabbing the internet's attention
By creating confusion and monstrosity, we keep the conversation going and sparking more buzz.
The Reveal
Brady will take over Times Square with out-of-home (OOH) ads and finally revealing the purpose behind the car campaign. This clears up the confusion that is held with the car messaging to show that safety wasn't guaranteed with a vehicle until the people stepped in to change that.
OOHs
The OOHs will have the same words and purpose as the car spot - but with firearm imagery. The OOHs reveal the true purpose behind this campaign - that safety is not guaranteed with guns.
Impact
We understand that the OOHs will grab people's attention, but the ads will not be up forever, so how can Brady be the constant reminder for gun safety?
Brady Label
We want the ultimate goal for Brady is to push for safety labels on all firearm packaging to remind people that owning a gun is a huge responsibility.
Having to physically rip the sticker label off the box will help cement Brady as the entity for safe gun ownership.
QR Code
With the Brady safety label comes a QR code for gun owners to scan for gun safety information and reminders.
Website + App Store
The QR code will prompt you to the Brady website on mobile where you can sign up for email notifications from Brady and download the new Brady app for more information.
Brady App
We created a Brady app to keep users informed about gun laws and safety.
Home Screen
Gun Laws by State
Push Notifications
Process
Media/Comms Plan
My Reflection
This project really challenged me as a designer and individual. Most design projects I've done are fun, light-heart, and colorful; however, this one involved a sensitive topic and the branding was 180 degrees to what I am used to working with.
I appreciate that I had a chance to work with Brady on gun safety and making an impact to ending gun violence.
Lessons and skills I learned from this project:
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Understanding people's political views, be unbiased
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Each state have their own gun laws, although it is confusing, it's important to have a basic knowledge about it
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I designed out of my comfort zone and I'm proud of that
Brady
VCU Brandcenter: Live Client Brief
Strategists: Sarah Newman and Keith Johnson | Brand Manager: Andrew Harper
Art Director: Taylor Martin | Copywriter: Cameron Norman | Designer: Michelle Chiu
Tool: Figma
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